American International Journal of Social Science

On the Path of Change? When Politics Embraces Innovation but Does Not Neglect Tradition
Daniele Battista, Ciro Buonocore

Abstract
The current digital landscape has radically transformed the dynamics of political communication, necessitating the redefinition of traditional paradigms to adapt to the needs of an increasingly digitally-oriented audience. This research aims to explore the new ways in which political leaders have embraced and leveraged emerging digital platforms, contributing to the rewriting of political narratives and the redefinition of public participation methods. Specifically, it focuses on the emergence of what is commonly referred to as the "permanent election campaign," a phenomenon characterized by a continuous presence and interaction on online channels, resulting in a sort of ongoing political campaign. The analysis centers on the communication strategies adopted by political leaders in this context, examining how these approaches impact public perception, political participation, and the construction of political figures' images in the contemporary digital landscape. Despite the evident impact and growing importance of digital media in the contemporary political sphere, it is imperative not to underestimate the crucial role that traditional media continues to play in shaping public opinion and fostering civic engagement. Through an interdisciplinary approach that combines communication theories, political science, and cultural studies, this research aims to contribute to the understanding of evolving dynamics in political communication within the digital context and to critically reflect on the long-term implications of such transformation for democracy and political participation.

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